Analytics startup Fractal Analytics has acquired Singapore-based mobile Big-Data startup Mobius Innovations for an undisclosed amount.

Mobius helps retailers and ecommerce companies create a personalised experience for their mobile users. The company uses an algorithms that create user profile based on user, social network data, interaction history, location, activity and time. Contextudio, a product by Mobius, gathers information such as location and open social media data and sentiments, enabling companies to personalise consumer offers.

“Mobius acquisition will enable our clients to drive hyper-personalised customer conversations on mobile platforms through real time learning using customer context,” said Srikanth Velamakanni, co-founder and CEO of Fractal.

“We developed Mobius to enhance consumer intelligence based on when and where they are in their lives and at a given moment. This integration will help Fractal advance its innovative analytics platform to help serve the needs of clients around the globe”, said Nirmal Palaparthi, an IIT-M and IIM-A alumnus, who launched Mobius in 2012 after he quit Fractal.

US based Fractal Analytics was founded in 2000 by a five member strong team.  It helps consumer companies, retailers and financial institutions understand and influence customer behaviour and manage their marketing, sales and supply chain. With over 13 offices worldwide including London, Mumbai, New Delhi, Singapore and Dubai, Fractal, with a team of 800 people caters to clients in over 100 countries. Fractal’ flagship product ‘Customer Genomics’ is aimed at helping marketers learn complex customer behaviour at an individual level.

In June 2013, Fractal raised funding worth $25 Mn from private equity investor TA Associates. Last Year, a Toronto based company AImia Inc had acquired a minority share in Fractal Analytics for an undisclosed amount.

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